| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 102 === Due to the popularity of the network, the Internet population are increasing; moreover, the network has been gradually changing our lifestyle and shopping patterns. In recent years, many manufacturers have adopted the model of multi-channel to increase their performance, and consumers were taking different approaches which depend on their preferences for gathering product information and transactions. However, the characteristics of cosmetic products make consumers gather information of products and then purchase the item from physical and virtual channels. Thus, this research takes the industry of cosmetics as the experimental subject, through literature review to develop a research framework. The cosmetics consumers in Taiwan have chosen as the subject of the research, through the methodology of the questionnaire linear structure model, to examine the interrelated concepts of brand image, perceived risk relationships, service quality and multi-channel.
Research findings consist of significant and negative correlation between brand image and perceived risk, between service quality and perceived risk, and between service quality, multi-channel. However, there is not significant and positive correlation between brand image and multi-channel. The contribution of the findings can provide reference for corporate in related industry, anticipating a beneficial effect on marketing strategy, and expect to have contributed on multi-channel behavior exploration.
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